All about Identità number 10

It’s nice to listen to Milone, Costardi, Iannotti, that is to say the new generation of Italian high cuisine, say that the inspiration for a particular dish came when listening to an old lecture by Alajmo, that the choice of a technique was inspired by an acclaimed demonstration by Cracco. Identità Milano has ended, but tomorrow it will start again: it has brought new ideas, recommended projects, shared inspirations, concretised proposals that have already began to develop as soon as the lights at the MiCo were turned off. Paolo Marchi and Claudio Ceroni, respectively creator and patron of the company organising the event, namely MagentaBureau, are beaming: «We don’t like to speak of ourselves, we create content. We represent, in some way, a side of Italy that is successful, this is way more and more prestigious companies approach us».

In other words: Identità Milano is first of all a producer of quality («this edition was full of substance», summarizes Marchi). But it also produces quantity, large numbers: the increasing trend of the latest years is confirmed, in fact it is amplified: +40% people registered to the congress, over 10 thousand people have filled up the halls in via Gattamelata, there were crowds assisting lectures, crowds walking among the stands, crowds at the Food & Wine Festival, the almost parallel event dedicate to a non-professional public.

By the way, it would be interesting to calculate how many hands has Marchi shaken over the last few hours. «True, incredible. If I have to say what has impressed me the most, first of all, the extraordinary crowd comes to mind. Then the great response to this year’s theme, that is to say the “tasty intelligence”. I have listened to many high quality lessons, but I’d like to mention one in particular, held by Davide Scabin. Seeing a great chef, one who last year had spoken about dishes prepared for astronauts, not only taking care of food for the sick, for those suffering from some disease, but also choosing this very topic for their lesson, is something fantastic». Then, with a further satisfied smile: «Ten years ago, during the first edition, chefs would use the singular form of the first person: “I”. Today they say “we”, they act as a team». The message, in other words, has been received.

On the two edges, Massimo Bottura and Raffaele Alajmo, together with Paolo Marchi pay their homage to Fulvio Pierangelini

«Our tenth birthday was not focused on celebration but on development», highlights Ceroni. What are the reasons of this success, from a manager’s point of view? «I’ll give three: first, the capacity not to disappoint but to renovate the contents, thanks to Paolo and the staff. Second, the growth of our organisation, which is also due to the fact we receive collaboration proposals from many important companies. Third but not least, the economic climate which has slightly improved. To this, the expectations for Expo need to be added».

Identità will take part in the latter event, invited by Commissioner for the Government of Italy, Giuseppe Sala, himself, who got on stage on Sunday: «You have always believed in the World Fair, right from the start – he explained. This is why I invite you to have a space inside the expo area. We need to work together so the event may engage all of Italy». A challenge, an extraordinary opportunity, that is already stimulating Marchi to look forward: «Of course this forces us to think well, to make plans: it will mean having a six-months-long Identità».

Meanwhile, something is surely in the pipeline: Roma Food & Wine Festival (from November 29th to December 1st) a new edition of Identità New York, in October, sided by the “debut” of Identità Chicago, in the same week, hosted inside the new Eataly... Marchi sneers, «they’re asking us to go East too, especially to Hong Kong», but in the meantime he already has some ideas for the next Milanese edition: «We will need to give more space to desserts. We’ve been the first to do so, this wasn’t happening in Spain either, now I want to bet more on this». Ceroni singles another topic out: «Tasty intelligence but also healthy intelligence. The commitment with Expo will lead us to develop the match between high gastronomy, health and wellbeing». In other words: 2015 has already arrived.

THE COMPLETE REPORT ON THE 4-DAY EVENT
Editorial staff coordination, Gabriele Zanatta
Translations by Slawka G Scarso

Auditorium day 3, Dossier Dessert by Alessandra Meldolesi
Auditorium day 3, Thailand by Luciana Squadrilli
Auditorium day 2 afternoon by Alessandra Meldolesi
Auditorium day 2 morning by Andrea Cuomo
Auditorium day 1 afternoon by Carlo Passera
Auditorium day 1 morning by Alessanda Meldolesi